Tag Archives: Marketing

February Freedom Webinars

Posted on by
Reply

Freedom PackageThis is an invitation to get your motor running — and to head out on the Freedom Highway…

We have three webinars this month designed to help you get free from financial and staff stresses, and free to follow your own dreams.

You know…as long as you provide good clinical care, then all you need is effective marketing, a motivated team, and good leadership.  Just three – to be free.

So many of our offices have been surging forward over these last several years and recent months — because they have provided better leadership, team building, and marketing.

Hop on the Freedom Highway with us… and take your patients with you as well. They too want to be free … free of pain and poor health.

FEBRUARY WEBINAR SCHEDULE


**February 9th, Thursday,  at 12:30CT, we start off with a training webinar on management and team development. We will be discussing how to hire the right team member.

How To Hire The Right Team Member

  • How do you know if you really need more help?
  • How do you promote for another staff member?
  • What traits are best for what position?
  • What about different personality types?
  • Screening and the interview
  • The first 30 days
The presentation is approximately 30 minutes followed by a 30 minute panel discussion with two long time professional C.A. office managers.

**February 16th, Thursday, 12:30CT, we focus on tools and tips for marketing your services.

“Marketing Tools and Tips”
  • How to make Earth Day your Day
  • Powerful internal marketing scripts
  • Report of findings trick
  • Setting up Community Events (Next Month -Lots more on this subject, including screenings)

The presentation is approximately 30 minutes followed by a 30 minute panel discussion.

**February 23rd, Thursday, 12:30 CT, a special Executive Briefing

just for clinic owners.

Executive Briefing: Case Study of one doctor’s attempt to grow his business. What he did right, wrong and what you can learn from his journey.
  • We will show the graphs, report on the personnel, clinical and marketing changes, and tell you what happened and why. An inside look.
  • Learn from others mistakes and success.
The presentation is approximately 30 minutes followed by a 30 minute panel discussion with other doctors.

How to Register

For guests, you may register for all three of these webinars, plus full access to our extensive practice building library for one low introductory fee of $250/mo for all classes.

Guest Registration Form

For all active PMA clients register immediately for these classes at: Active Client Registration.  (Register for each webinar separately. You will automatically receive your special log-in access number where you can participate via computer, or by telephone only.)

If you’d like more information visit our website HERE, or contact Linda via email at Linda@pmaworks.com, or call her at: 888-762-8808  

 

You can also download a calendar for upcoming webinars: LINK 

 

Hope to see you at our trainings and briefing.

Ed

Freedom Package Webinars for 2012

Posted on by
1

INTRODUCTION

For 2012, we will be offering an ongoing program of training and support for chiropractic marketing managers, office managers, and chiropractic doctors as CEO’s.

We are calling this the Practice Freedom Package. Its purpose is to help free the office from financial concerns, day to day managements worries, and give it the freedom to follow its greater purposes.

Over the years we have observed that the key barriers to achieving practice success are organizational.  The barriers do not lie with chiropractic. It is not a matter of chiropractic failing the office, but the office failing chiropractic.

These failings occur as a practice grows beyond its ability to effectively manage itself.  The capacity restraint ultimately stems from the doctor who is too busy doctoring to run her growing business.

This package of webinars and services is designed to help the doctor and the office overcome these organizational limits.   More information about how and why this program works can be found on by following the link below.

FREEDOM PACKAGE WEBINARS: COURSE DESCRIPTIONS

♦♦♦♦♦ Chiropractic Practice Marketing Webinar♦♦♦♦♦

When. The 3rd Thursday of each month at 12:30 Central Time.

Description. You will learn principles and accompanying action steps which will help you generate new patients from other patients, from external sources, as well as reactivate former patients and better retain the ones you have.

Each webinar will cover at least 4 practical marketing procedures that are effective in generating more patients.

Who should attend. Designed particularly for chiropractic marketing coordinators and managers, doctors and office managers.

♦♦♦♦♦ Chiropractic Practice Management  Webinar♦♦♦♦♦

When. The 2nd Thursday of each month, 12:30 Central Time.

Description. You will learn fundamental principles of management with specific applications to managing a chiropractic practice and business.

Each webinar will cover at least 3 practical action steps to improve individual and group performance, efficiency, and productivity. Also, tips on working with your doctor and how to provide more support for her or him as a doctor and as the CEO.

Who should attend. Designed for office managers, practice managers, and doctor owners

♦♦♦♦♦  Executive Management Webinar♦♦♦♦♦
The Doctor as a CEO

When. Starting in February, the 4th Thursday of every other month, 12:30 Central Time.

Description. Using actual case studies for examples, we will see what worked and what didn’t for doctors and their teams.  We will uncover the basic principles of effective leadership and management in case and see how to translate this to your business.

This is training on how to be a prosperous CEO.

Who should attend. This is only for doctors who own their own business.

♦♦♦♦♦ Discussion Group/Share Session♦♦♦♦♦

After the presentation is over, we will open up the group for those who want to stay to ask questions and also to offer their experiences and advice to share with others.

This is often the most popular part of the program as other professionals really want to hear your stories and ideas. So, hang around and share and get to know your fellow teammates from other areas of the country. (Must be ready to contribute and share a successful procedure.)

♦♦♦♦♦ Follow Up Materials♦♦♦♦♦

After the presentation is over, you will receive an email with a link to a private vault of marketing materials referred to in the most recent webinar.  There will also be a short summary of our discussion. Additionally, attendees will have access to our private Practice Marketing and Management Library of information and customizable tools for practice building which you can use in your practice.

♦♦Calendar of Classes [Link]

♦♦More information about how and why the Chiropractic Practice Freedom Package (Lots more info here, though not complete.) . Link

Chiropractic Promotions for the New Year

Posted on by
Reply

Seems like every office we talk to or visit these days is busy – crazy busy – with patients and computers and Christmas.

But the New Year is approaching – fast. 2012 only has 12 months and the first one starts in just about two weeks. And then, before you know it, it’s February and you are wondering what you should be doing for marketing and getting the word out about your services.

 

So as not to be left behind, you should begin the New Year with a strong marketing strategy.

 

Below are some fast tips to help get you started:

 

But first… PROJECT X-3. We are finishing adding the final components into our new 2012 program, temporarily called the Project X-3. This is just the working title and we will be announcing the new program soon with all the details. It is designed to help lift you and your practice onto and into a whole new level of prosperity and fulfillment in the New Year.

 

**Schedule Patients Now. Health Never Takes a Holiday. Poster. If you are active with PM&A, you can also find a customizable version on our Members site, along with other promotions under “monthly promotions.”

 

**External Referral Sources and Event Locations. Make a list of every location where you participated in a promotional type of event. Include any business or professional that sent you a referral or helped you in some way. Then, make sure you send each a card or a gift, or just stop by and wish them well and that you look forward to continued relationship with them in the New Year.

 

**Marketing Meeting. Schedule a thorough marketing meeting soon, maybe right after Christmas. Spend a couple of hours making a list of what has worked and what you want to do and then schedule these things over the next several months. One example we recommend is:

 

**Be an Authority and Educate. People want health care information.  This is proven by the fact that 80% of Internet users search for health information on line, according to PEW Research.  8 out of every 10 people at some time are looking for health information when they go to the Internet. That is significant.

…2 ways to do this is to schedule workshops and health “awareness weeks” for the New Year. People want to know the latest. This gives you an opportunity to teach. Yes, you do have to do your homework and it takes time. But it is time well spent because as you study and prepare, you will find that you will become motivated about your subject. Besides, at least 1/3 of your presentation can be your spinal care class, so this saves you time. These types of community education programs or services not only help you generate direct new patients, but give you an excuse to promote your office and services. Sample Poster Clients can find many more customizable posters and fliers on the Members site under: Marketing Materials/ Community Education.

You can find more ideas about upcoming promotions to start your New Year here. Link

 

Best wishes for a high volume 2012!

 

Ed

Chiropractic Patient Service

Posted on by
Reply

Remember Me?

I’m the fellow, who goes into a restaurant,
sits down patiently and waits while the
waitresses do everything but take my order.

I’m the fellow who goes into a department
Store and stands quietly while the sales
Clerks finish their little chit-chat.

I’m the man who drives into a petrol
Station and never blows his horn, but waits
Patiently while the attendant finishes
Reading his comic book.

Yes, you might say I’m a good guy.

But do you know who else I am?

I’m the fellow who never comes back, and
It amuses me to see you spending
Thousands of dollars every year to get me
Back when I was there in the first place…
And all you had to do was show me a little courtesy.

~Author unknown

Printable Version

Your Chiropractic Root System and Patient Retention, Referrals, and ROI

Posted on by
6

Updated: April 2016

When people go to the grocery store for produce they are mostly just interested in their plump cucumbers, zucchinis, or other vegetables.  They don’t much care about the garden that actually produced these nutritious wonders of nature.

But a lot of work goes into a well managed garden. If you don’t take good care of your garden, you won’t have its fruits and vegetables.  It’s that simple. And a good part of a garden takes place underground in a network of roots.  Roots provide water and minerals to the plant, and keep it in place when the wind blows.  The top part of the plant, its stem, can get mowed under by a lawn mower (I have done this) and the plant comes back to life – because of its strong root structure.

Your office is kind of like a garden.

It produces healthier people. You take care of your team, polish up your systems, do some training, and you will continue to have a productive “health garden” that produces healthier people.

And the roots? 

In this analogy, the root system is the loyalty and good will of your patients. Here’s how:

Many offices struggle to get new patients.  Even offices that have been in business for years and years.

Why?  No roots.

If some doctors spent the same time and attention – and money, on giving extra care and service to their existing patients as they did on trying to hustle up new patients, they would have more patient visits than they would know what to do with.

Why?  First, because the service and care was SO extraordinary, patients would refer their family and acquaintances because they would want them to receive similar treatment as they had.

But more obviously, existing patients would never drop out of care. (Some would, of course.) They would continue to come back for wellness visits. How busy would your office be now if all the new patients you ever started still came in for services? You couldn’t handle…there would just be too many patients!

Over the years, there have been many studies to support the fact that it is more expensive to chase after new patients than it is to keep the ones you have.

 “A common rule of thumb is that the marketing costs of landing a new customer runs three to five times the costs of retaining an old one.” (Total Customer Service, Davidow)

Some articles talk about it costing 10 times the amount to get a new customer as to keep the ones you have.

I am all for getting new patients, but do you also keep your existing patients? And do they refer family and friends and work associates? And why do your patients leave? An interesting survey pointed out that most companies believed it was because of price, or that the needs of the customer changed. However, from the point of view of the customer, they left because of poor service. (The Loyalty Connection: Secrets To Customer Retention And Increased Profits By Bob Thompson, CEO, CustomerThink Corporation Founder, CRMGuru.com, March 2005)

 

There are a number of procedures to improve your services to patients – to help generate stronger and more productive “roots”, or healthy patient relationships. Let’s focus on the most fundamental: Communication.  To put it more accurately, let’s call it “conversation.”

BEGINNING THE CONVERSATION

A conversation is a dialogue, a giving and receiving of communication back and forth. It is an interactive exchange of thoughts. It shows that you respect the other person and that you are interested in them and what they have to say.

Many patient conversations are one-way, from the staff and doctor to the patient. They are also rote, robotic, and too scripted to be genuine.  Do an audio recording of how the front desk answers the phone or how you do a consultation and you might be able to see room for improvement.

The conversation usually starts with the first phone call. Does the prospective patient feel that the front desk is listening – really? Is she interested, or just reading her script and trying to get to her next task and hang up the phone?  Does she introduce herself and show interest and even gratitude for the call?

It is these little things that make such a big difference.  Think about how you like to be treated when you contact a business…

In the consultation, do you really listen and seek to understand the patient, even though it is like the 5 millionth time you heard about someone’s low back pain?

In your report, do you have a conversation with the patient, or do you just rehearse your script to the patient while they are nodding in appeasement?

You see so many patients… and have so many tasks… that real conversations are too often sidelined.  You don’t have much time, usually. But in the time that you do have, you have to be present. You have to be THERE, with all of your attention on the patient, and not on your next task.  That moment with that one patient will never happen again. It is its own time that just you and that person share.  The Japanese have a saying for this: “Ichego Iche.”  One time, one moment. This is a plaque that is often found in tea rooms in Japan.

You have started to create a relationship.  Now, you have to continue to nurture it. This is done by continuing the conversation – and of course, great clinical and administrative service and care.

With each patient encounter, you have to be interested, attempting to understand and then get understood. Improve this and you are well on your way to better patient retention and referrals.

CONTINUING THE CONVERSATION

But when your patients are not with you, you have to find ways to continue the conversation.

How?

Your Newsletter.
You can easily set up an email newsletter with an a provider such as Constant Contact or Mailchimp. Send these out monthly or even twice per month. The most important aspect of these letters is to keep them real, personal, as if you were writing to a friend.  It could simply be a few paragraphs from the doctor relating a recent case success, or a home health tip. You can also include patient testimonials and a review of a recipe.

But we are inundated each day with hundreds of emails so keep in mind that old fashion snail mail still works, and in fact, works better.  It does cost, of course, but the return on investment makes it worth it.  A hard copy newsletter will have “shelf life,” and can be read and reread.  Most emails are overlooked -there are just too many of them.  Send out a hard copy newsletter every 4-6 months.  It can even just be a one page foldover, self-mailer.

Other Mail.
Cards are very considerate. Just think about the few you receive. You may still have them! A system can be set up to send out birthday cards, welcome cards, humorous reactivation cards, bereavement cards, and congratulation on starting your “wellness program” cards, as well as other cards each month.  These all help keep the conversation going.

Social Media.
Facebook is your primary social media with your patients. This can be similar to your newsletter.  Like email, it has become glutted with ads and “content” information.   Ask your patients to “LIKE” your page so that they can stay in touch with the office and receive new information about health and upcoming office events.  Some offices even hold special contests only for their Facebook “friends.”  Then, post regularly fun and education information. For example:

 “Our patient, Burt, just got accepted back into his hockey league thanks to chiropractic. Here is a photo of Burt and Dr. Smith and his new puppy eating apple pie made by Rose, a long time patient who can’t stop bringing us apple pies!” (Of course always get patient approval to post their picture.)

 

Upload patient testimonials, in writing or even videos. If they are interesting, other patients can comment, or even share.  And if anyone does comment, make sure that you comment back.

Delegate these types of communication to your team, but you have to be the one to ensure that the conversation continues.

If you have good roots, there is nothing to fear.  Insurance reimbursement can decrease even more, the economy can decline, staff changes can occur, but if you have taken good care of your patients, they will take good care of you.  Conversations with your patients will help nurture a strong “root system” that will keep your office productive, no matter the storms that may come.

SUMMARY – TAKE AWAY:

 When the patient is on the phone or in the office:

  • Be present and attentive.  (Present Time Consciousness “PTC” as Jimmy Parker would say.) Be genuinely interested.
  • Seek to understand the patient.
  • Get your point understood and have a conversation.

When the patient is out of the office – continue the conversation:

  • Snail mail real newsletters and cards mailed.
  • Emailed newsletters.
  • Get Facebook “fans” and post local/personal news.

Dr. Brian Kelly Scheduled for a Live Teleseminar Interview

Posted on by
Reply

Dr. Brian Kelly

Dr. Brian Kelly will be our guest in this months teleseminar interview on Tuesday, June 28, at 12:30 Central Time.

Dr. Kelly is the new president of Life Chiropractic College West. He is from New Zealand, where he completed his professional education and training in chiropractic at the Phillip Institute of Technology (PIT) now the Royal Melbourne Institute of Technology (RMIT), Melbourne, Australia.

After successfully owning and operating multiple clinics, Dr. Kelly became the President of the New Zealand Chiropractic college where he has served for the last eight years.

He is the second president of Life West, succeeding Dr. Gerry Clum, who retired earlier this year after 30 years as College president.

Dr. Kelly will be discussing how he sees chiropractic applied in the U.S. compared to New Zealand and Australia. From this perspective, he will also offer insight on how doctors here can improve both the quantity and the quality of their services.

Don’t miss this special seminar.

–>To Register<–

And, we should also tell you about a power packed line-up of speakers for a 2 day seminar in the San Fransisco Bay Area at Life West, August 5th and 6th.

This two-day event is all about information, motivation, and inspiration! Hear from over 35 chiropractic super stars! ‘The WAVE’ offers three tracks including a full-day chiropractic assistant program on Friday, and a day-long series of short, bold presentations on Saturday.

Purposely constructed to make you think and stir your soul, attend this event and you’ll never be the same!

Click the image below to see the full size poster for more info.  Or visit their web-site at: Life West Wave

The Wave Email Flyer 3

A Few May Promotions for Your Chiropractic Practice

Posted on by
Reply

Mother’s Day is coming up soon (Sunday, May 8th).

This brings up the whole topic of women’s health care.

There are many types of health related events concerning women that you can participate in during this month (or any month, really) that are not only good causes, but can act to spotlight your services.

These include:

  • talks outside of the office
  • workshops in house
  • movie screenings
  • special awareness, or “Appreciation Weeks” for free health screenings
  • sponsor radio programs, interviews
  • letters to the editor
  • gifts (flowers the Friday before Mother’s Day)
  • and tape video “health tips” and post to YouTube.
  • donation drives

The list can go on and on. Some offices have had talks about pregnancy and pre and post natal care, sometimes with a midwife or nurse. One office does very well simply sending out a mailer each year to all local homeowners sponsoring a Women’s Health Care Week, offering free exam, x-ray, and massages.

Special promotions can work but they work much better if they are connected to a legitimate cause. There even is a name for this, and you guessed it, it is called “Cause Marketing.” For it to be effective, however, it has to be sincerely supported by the entire practice team. Doing a special event to support women just to get new patients will appear phony to others and can have negative effects.

One movie that has been shown is the Business of Being Born, a movie about harmful health practices connected to births in America. From its web site:

Should most births be viewed as a natural life process, or should every delivery be treated as a potentially catastrophic medical emergency?

Another example of a movie suitable for screening will be: One More Girl. This is a movie documentary how the pharmaceutical company, Merck, knowling continuted to advertise their drug Gardasil (a drug promoted to help HPV infections) to girls after Merck knew it was dangerous.

From the movie’s web site:

Merck’s marketing techniques earned Gardasil a “pharmaceutical brand of the year” award from Pharmaceutical Executive for its ‘savvy disease education,’ and creating ‘a market out of thin air.”

Even though most HPV infections clear on their own, invasive cervical cancer deaths affect 2.7 women per 100,000, and the American Cancer Society lists cervical cancer as the 12th ranking cancer in the United States, parents lined up to get their daughters protected and doctors were ready with needles in hand.

Consumers are not aware of the trail of deception behind over 21,133 adverse reactions and 94 deaths in previously healthy, athletic, competitive and scholastic adolescent girls.

(Thanks to Dr. Ebner for referring us to this movie!)

The movie producers are seeking donations to produce this film. Perhaps your office could help raise funds!

Another idea would be to have a special week just for mothers and daughters: free health screenings, tea, a spa day with manicure and massage for mothers and daughters, etc.

Our member’s site has a few posters and other ideas available to you as active clients.

Here is a poem by Tina Fey for her daughter. (mild profanity)

Best Wishes for a Merry Month of May!

Ed

The 6th Fear

Posted on by
8

Chiropractors:  I think it might be time for a pep talk…

Have you been keeping up with the news lately? It’s hard not to.

Egypt, Tunisia, and now Libya recently had swift moving revolutions that resulted in regime change – all in the last few months. And other Middle East countries are also rumbling with protests.

Meanwhile, back in the States, our federal government doesn’t seem to have enough money and our representatives are threatening with a government “shutdown.” And next door here, in the Middle West, Wisconsin, there are thousands of people protesting around our state capital.

That’s a LOT of commotion!

So, how’re your patients doing with all of this? Are they worried? Is their pay getting cut? Are they loosing their jobs? Do they have jobs?

And how about you? Are you staying up watching the news, reading about it, discussing it? Are you worried? How is your income?

We need to be accurately informed about current events, of course.  Unfortunately, we sometimes become so distracted that we can loose sight of what we are doing and let our businesses suffer.

A few years ago when the stock market plummeted, I received phone calls from doctors who were worried. One, who had been doing very well, was thinking about selling her office entirely. Another doctor who also had been doing well, let his practice numbers nose dive as he become mesmerized by the “news”, and was worried about racial riots and internment camps.

There is no doubt that economic conditions have been changing. But it has been our experience that if you constantly work on improving your services and in developing your business, and yourself, you will do just fine. (Good coaching helps too!)

BEST EVER
Last year, many of the offices we had the privilege work with had their best year ever. Most of them, in fact, had been in business for 15 to 25 years. I can think of 3 just off hand that have hit the “waiting list” category. They have reached near capacity with so many patients that they have to schedule new patients 1 week out. Horrible, I know, but very cool too.

DOING RIGHT
Success in this environment can be had. You can have it. You may have to change your past mode of operation, but you too can achieve it. It can be obtained by doing the right things, and doing those things right through a process of constant improvement. We call this the Practice Development Process.

BEING RIGHT
But to get what you want, you have to not only improve what you do, but improve who you are. You have to improve your outlook, your skills, and your personal habits. Success has much to do with how we view the world and what we put our attention on. As one old time doctor mentioned to me years ago, “success is an inside job.” By “inside”, he was referring to one’s thoughts and attitudes. He could talk: he and his doctors were seeing over 2,000 visits per week for years.

WORDS OF SUCCESS DURING TOUGH ECONOMIC TIMES
We have been going through what has been called the Great Recession.  Many patients are worried about their jobs and their money.

Napoleon Hill wrote “Think and Grow Rich” in 1937 during the Great Depression as a result of studying and working with successful leaders, including President Roosevelt.  It continues to be a best seller, perhaps the most popular motivational book of all time. In it he says:

“It is true that all thought has a tendency to clothe itself in its physical equivalent. … “The people of America began to think of poverty following the Wall Street crash of 1929. Slowly but surely that mass thought was crystallized into its physical equivalent which was known as a depression.”

THE 6TH FEAR
The thought that creates this depression, according to Hill, is fear. Hill talked about 6 types of fears, the worst of which is the fear of poverty. The other 5 were criticism, ill health, loss of love of someone, old age, and death.

“The Fear of Poverty is without doubt the most destructive of the 6 basic Fears.“

Hill states that one of the symptoms of fear of poverty is procrastination.

DO IT NOW
So, this is a pep talk to encourage you that there has never been a better time to grow your practice and expand your business.

Your patients need your leadership to help them with their own fears so that they can become more productive. By improving their health and educating them on the chiropractic lifestyle, their chances of succeeding in their lives increases. You and your team help them, their families and the community. You make a difference.

So, do it now. Increase your promotion. Stream line your procedures. Work on team training and improve your service. Plan your expansion for this year.  Schedule a technique class. Read more. Work out more.  Get enlivened with your purpose as a chiropractor.

New office? New doctor? Why not? People need chiropractic care now more than ever. And chiropractic has never been more popular. Even the quarterback for the winning football team of the Super Bowl gets regular chiropractic adjustments. (Naturally, since his dad is a D.C.)

Work with a practice building coach and get in the game – to win!

As Napoleon Hill says:

“Do it now! can affect every phase of your life. It can help you do the things you should do but don’t feel like doing. It can keep you from procrastinating when an unpleasant duty faces you. But it can also help you do those things that you want to do. It helps you seize those precious moments that, if lost, may never be retrieved.”

Fight the fear and the procrastination by just doing it. And soon, you too will be achieving your best ever again.

#  #  #

P.S. Napoleon Hill was a chiropractic patient.  One report has it that B.J. Palmer was his chiropractor. Both men thrived during tough economic times. Here is an interesting story about Hill and chiropractic. LINK

Old movie of Nap Hill. 7 minutes. LINK

Fall Marketing Ideas

Posted on by
1

Fall is in the air….. and it’s time to get that fall marketing calendar filled with activities.  To get the ball rolling, we have put together a few topics and suggestions to make your events fun and effective.

For our PMA members, we have more information about each topic, including ready made posters, handouts, and descriptions. For more information, please go to our PM&A Members site here , log in, and go the section called New Stuff on the top navigation bar.  You will find the article called Fall Marketing Ideas.

September:

  • National Backpack Awareness Day – Sept 19
  • Woman’s Health Week – Last week of September
  • Neuropathy (or Headache,etc. ) Awareness Week  (Pick a week to promote a free screeing exam for a specific condition.)
  • Crazee Dayz (For example, Thirsty Thursdays — offer a different type of drink each Thursday. Have patients make suggestions: organ apple juice in Sept, Egg nog in December, etc.)

October:

  • National Spinal Health Month (now called National Chiropractic Month).  Make a banner and use this as a motivation to have patients bring in their family for a free spinal fitness screening.
  • National Chiropractic Month. Use this as a reason to sponsor: Chiropractic Opportunity Week:  The doctor is having a “COW”
  • Hair Dresser/Beauty Salons/Spas – provide massages, screenings, and lectures.
  • Local Health Fairs at businesses.
  • Kid’s Halloween Party

November:

  • Thanksgiving Turkey Drawing Poster
  • Donation Drives
  • Deer Widows Week
  • Girl’s Night Out

December:

  • Holiday Coupons – Gift Certificates
  • Poinsettia Give Away
  • Saturday with Santa
  • Appreciation to External Referral Sources

Facebook Marketing Tips

Posted on by

Facebook  is one of the fastest growing social networking medias on the internet.  It’s free and it’s fun.

If you dont’ have a Facebook page for your clinic it’s time to get one.  If you do have one, that is great!  Find us and friend us at  Petty, Michel & Associates Facebook Page.

Whether your a veteran or a novice to facebooking you can now use the helpful tips, compiled by Dana, to help spread the word about chiropractic and bring more people to your office.

Read Dana’s Tips at: Facebook Marketing Tips

How to Make Your Chiropractic Marketing More Effective: Give a Reason

Posted on by
Reply

A fundamental component to marketing your chiropractic services is communicating a reason, rationale, or a purpose for why you are marketing.

For example, if a store has a SALE each month with a discount on some of their items, you might think: “So what? Just another sale.”

So the department store thinks up some reason for the sale. It could be “Back-to-School” sale, a “Food Drive” sale, or a St. Patty’s Day party.

All of your marketing should have a topical theme. In our marketing materials, we have many, from Organic Health Care Week (in conjunction with Earth Day), Mother’s Day coupon with flowers, Fibromyalgia Awareness Week, etc.

But behind all of these themes should be a more dominate reason for your marketing. And here is a powerful truth: The better your staff, your patients, and your community understand this reason, the more responsive they will be in to your marketing efforts.

For example, we recommend that you write a letter to your patients explaining to them your real reasons for marketing your services. It could called: “Why We Promote – A Letter to Our Patients.”  To help you get started, we have a questionnaire here and a sample letter.

(For our clients, we have written a sample letter that has become popular which you may access on your Member’s web site under “New Stuff.” (need password.))

Why Do You Market Your Chiropractic Services?

Answer these questions thoughtfully.

Then, compose a few paragraphs for a letter, or for your web site.  You can also use this as a close on your patient lectures.

  • What do you experience when you see the family and friends of your patients get results from your care?
  • Do you ever see patients that have had unnecessary or failed back surgeries?
  • Do you ever see patients that take, or have taken, toxic drugs to alleviate their symptoms that you were able to alleviate naturally?
  • How would have the lives of these people been changed had you been able to adjust and treat them years earlier?
  • Since you are not supported by pharmaceutical companies or hospitals for your community education, how can you get the word out to your community?
  • This is why you have to rely on your staff and patients, and on occasional promotions and special events.

Chiropractic Marketing Tips for The Holidays And The Start of the New Year

Posted on by

Due to popular demand,  I am posting notes from our October teleclass on marketing over the Holidays.

Teleclass Outline with Ed Petty  — Notes

All marketing is broken down to:

1.    Procedures. These are either special, one time events, or standard recurring. Some have the purpose of immediate results (direct marketing), some more long term (indirect marketing).

2.    Motivation. Desire. Wanting to implement these procedures. (Discipline.)

3.    Marketing management.  Review, Planning, Implementation.

Motivation: You are listening (or reading this) so you are motivated.  But you have to get others motivated as well. You have to get and stay inspired.  It is Ok to be a cheerleader.  What’s wrong with a little cheer? And the more you cheer.. the more you find to cheer about!

The  Marketing Manager System:

  • Meeting weekly: Review/make plans/Implement (assign steps/dates)
  • Who is responsible and responsible for what
  • Calendar Special Promotions/Events
  • Checklist of Recurring Procedures/Events

 

Procedures: Special events/promotions

NOVEMBER

  • Holiday Turkeys (Care to Share) (Ham for Christmas)
  • Donation Programs: Shelters, Toys for Tots, Coats for Kids, Food for Families
  • Scheduling Patients over the Holidays. (Plan ahead so they keep up with their care.)

DECEMBER

  • GNO (Girls Night Out/ Shop Before You Drop)
  • Gift coupons
  • Saturday with Santa
  • Poinsettias (with gift coupons)
  • Planning, training – sharpen the saw.
  • Do scheduling for new year: “Flexibility Screenings” with gyms,  lunch and Learns with businesses
  • Gifts for Allies  and those who referred: Box of nuts, organic flowers, cups, pens, caps, t-shirts. Cards.

JANUARY

  • Lending Library: Supersize Me, Fast Food Nation, King Corn, Sugar Blues, Food Inc. End of Overeating
  • Workshop on Nutrition and Fitness
  • Annual Reactivation Program
  • External Workshops, Screenings, and networking

FEB

  • Doctor’s With A Heart Donation Program
  • Have a Heart – Oklahaven Children’s Chiropractic Center – link
  • Valentine’s Gift Coupons

MARCH

  • Leprechaun Appreciation Day (Kid’s Day) link

Procedures: Recurring

Community Education: Talks or Awareness Weeks

  • Nov: Flu
  • Jan  Feb Food, Supplements/ Fast food Series —  With  a Dietitian and a trainer. February: Heart Heath- blood pressure
  • March: Headache Awareness Week

Communication Channels

  • Newsletter
  • Email Newsletters – NEW SERVICE FOR 2010 – We will do this for all clients on Standard Management Programs or higher.
  • Press Releases
  • Ads on other special newsletters: Chamber of Commerce, YMCA, Church Bulletins
  • Web site/Face Book – Fan /LinkedIn

Internal Recurring:

  • Morning case management meetings – (include a joke.)
  • Staff meetings
  • Patient Success Stories, Upbeat Atmosphere:  Take a “vibe check”:  too seriousness or pleasant can welcoming atmosphere. Where’s the party?
  • Spinal Care Class
  • Whiteboard
  • Brochures
  • Staff education
  • WOC (Whip out card)
  • Mission

“Do Your Part” Patriotic Chiropractic Promotion

Posted on by
Reply

This is a promotion that can be used any time in the U.S., particularly in July in conjunction with Independence Day, Labor Day, or Memorial Day.

Its purpose is to educate patients, and non patients, to understand that by getting healthier, the country and economy will benefit.  Someone who is healthy is more productive and less of a burden on our disease care medical system.  A healthier person contributes more to our national, and local, economy.

The theme of this promotion is that getting healthier — and getting others healthier — is somewhat of a patriotic duty, particularly in these hard economic times.

How To Do the Promotion
You can set aside a day or a week to hold a special promotion for your patients to encourage them to schedule their family and friends to come in to your clinic for an introductory service.

  1. Team Talk. Talk to the staff and go over the promotion with them.  Take their suggestions and consider including them.
  2. Plan and Schedule. Set a date and plan out the particulars.
  3. The Reason. Go over the reason or “greater purpose” behind the promotion and how the promotion can help fulfill this goal.
  4. Delegate a staff member to be the Do Your Part Coordinator to help implement this program, and to be its cheerleader.
  5. Posters. Place posters in the office.
  6. Coupons. Hand out coupons to patients individually. Sign each one, with a date issued. You can even write the patient’s guest name on the coupon.
  7. Word of Mouth. Talk it up with all of your patients.
  8. Newsletter.  Write a notice in your office newsletter.
  9. External. You can also promote this is a small town newspaper, insert, and or on your web site. Adjust the text of the poster slightly and place at local coffee shops, hair salons, etc.

And, you can Do Your Part by helping your patients and community do theirs.

Sample Poster
Sample Coupon

No Recess Here

Posted on by

Busy-busy-busy. Promotions, staff training, hiring, new procedures, patient finances, and patients, patients, patients.

There may be a recession, but with the doctors with whom we work, there sure hasn’t been a recess!

They are working harder than ever (and so are we!)  And, their practice “scorecards” show it. Some offices report a slight decline but many in fact have been going up.

And that is, in the final analysis, our best solution: In a recess-ion – don’t take a recess.  At least not a mental one. Now and then, it is good to get out, but that is just so you can come back with more energy than ever.

Quit Whining
Arnold Schwarzenegger recently told a group of Europe’s top trade officials:

160533-arnold_thumb_original

“It doesn’t make any sense for people to sit back and whine and to complain about the economy slowing down because we have to look forward rather than back.” He went on to say: “We have to be part of the solution, not part of the problem.”

So, what is the solution?

When the Going Gets Tough
Over the years, we have seen so many chiropractic offices get by with poor procedures, hit and miss marketing, bad management, and sloppy clinical. The thing is, chiropractic works SO WELL that a poorly run office could limp along and survive. But not any more.

When the going gets tough, the tough get to work improving their business, or to paraphrase Stephen Covey, they get to work “Sharpening their Saw.”

You have to improve all aspects of your business. If you don’t, people will go to a doctor’s office that is.

First thing you should do?
But when numbers start to slip, what is the first thing you should do to improve your business? OK, let’s start out this way: what is the first thing you should NOT do?

Read the results of these 2 studies and see if you can guess the answer:

In a study of U.S. recessions, McGraw-Hill Research analyzed 600 companies from 1980-1985. The results showed that business-to-business firms which maintained or increased their advertising expenditures during the 1981-1982 recession averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising. By 1985, sales of companies that were aggressive recession advertisers had risen 256% over those that didn’t keep up their advertising.

Or how about this study by Roland Vaile:

“Advertising executive Roland S. Vaile tracked 200 companies through the recession of 1923. In the April 1927 issue of Harvard Business Review, he reported that the biggest sales increases throughout the period were rung up by companies that advertised the most.”

You guessed it: don’t stop marketing.  Marketing costs money and takes time, and this is one of the first things business owners want to “cut back on” when frightened by a recession.

Hmm, is that defensive or offensive? And the best defense is a what? That’s right, a continuous outreach program.  Talks, screenings, special promotions, networking, do it all and more. Now is not the time to cut back or economize. The time to do that is when you are making the money.  If you try to save now, you will have less and less to save with. Most people spend money when they make it and try to save it when they don’t. In fact, the exact opposite should be done as a business strategy. More on that for a later post.

But marketing isn’t all external. The truth is, it is mostly internal to your office. This means you should work each week  on improving your internal marketing procedures. These include patient education and  extra-ordinary service procedures, and literally everything you do and that goes on in your office that each patient experiences.

What the patient experiences is a critical part of marketing.  If the patient has a satisfying and rewarding experience, he or she will come back and maybe bring a family or friend.  If she doesn’t, she will go somewhere else.

So, don’t go blaming the economy if your patients aren’t coming back or referring, or if your practice is not growing.  Improve your patient’s experience in your clinic and get to work on improving your marketing outreach and all aspects of your business.

Even with the challenges that the economy sends your way, this still could be your finest year.

———–

Come to our Boot Camps and get trained. We are going to train train train, and have fun doing so.

Minneapolis, MN – Thursday, April 2. 8:30 to 5
Milwaukee, WI – Thursday, June 4. 8:30 to 5
Learn about them here.

Listen to Dr. Peter Kevorkian on our next Teleclass on March 23 at 12:30 Central Time.  Special talk on “Creating Lifetime Patients”
To learn more or register, go here.

—————-

link to above mentioned studies: Studies

What Do You Think About When the Phone Rings?

Posted on by
Reply

You are sitting there, trying to finish your notes. You hear your phone ring. You are a bit behind. Maybe slightly irritated by an arbitrary denial of an insurance company and you haven’t yet planned out tonight’s evening with the family, spouse, or friend.The phone rings again.

What are your thoughts? What are your feelings?

Do you kinda wish it wouldn’t ring? Is it a bit of an interruption? Do-you-just-want-to-answer-the –dang-phone-to-stop-the-ringing-so-you-can-get-back-to-your-work?

Essentially, your thought is “Stop.”   It is: “Don’t call me.”  “Phone, don’t ring, don’t interrupt me!”   I am sure this has happened to you – even if ever so slightly or subconsciously.

Now, imagine if your front desk has these thoughts when the phone rings?

To some degree, even the most devoted and hard working staff can reactively feel put upon by phone calls. Or, in fact, by walk-ins. Or, in fact, by any patient encounter. I have seen this happen on the front desk when the doctor was busy with patients.  But remember, this can happen with even the most ethical team member, including you!  I have seen doctors do this too. (Extreme examples: “Oh, only two people for the spinal care class – cancel it.” “Oh, just Jim is coming in, reschedule him. I am going to leave early. It is MY office and I can do what I want.”)

Our thoughts can and do determine our behavior and affect how we treat others. Our environment actually mirrors our thoughts.

You may have heard or read about this scientist in Japan. Fascinating experiments. The fellow’s name is Dr. Masaru Emoto and was also in the movie, “What the Bleep Do We Know?”

According to the movie, Dr. Masaru Emoto claims that crystals formed in frozen water reveal changes when specific, concentrated thoughts are directed toward them. He says that he found that water from clear springs and water that has been exposed to loving words shows brilliant, complex, and colorful snowflake patterns. In contrast, polluted water, or water exposed to negative thoughts, forms incomplete, asymmetrical patterns with dull colors.

You can check out Dr. Emotu’s new book, The Hidden Messages in Water.

So, if our thoughts can affect the formation of water crystals, they probably can have significant effect on our office.

Going back to your front desk, realize that the staff on the front desk have tremendous control over the office, nearly as much as the doctor does. The front desk can be a magnet for your patients, and attract, or repel them.

When the phone rings, you want your front desk, and all staff thinking “YES.”  “Call me. Phone –  ring now.”  “I can hardly wait to talk to this person and see how they are. I am interested in them and how they are doing. I want to help get them come in for care — and their family too.” “They must be really really cool and nice if they are calling us.” “I WANT to know more about them.” “I am grateful for their call and appreciate the effort they made in calling us.”

These are good thoughts.  These are positive thoughts that can help bring in more patients.

You can practice this with your staff at a team meeting.

ACTION STEP. As an example, someone acts as the prospective patient calling. The person acting as the front desk assistant should answer the phone with the attitude of really not wanting to talk to the person. Act it up. This can be funny. Try it a few times.

Then, do the same rehearsal with the front desk assistant positively anticipating the phone call, wanting the phone to ring, and then eagerly answering and talking to the prospective patient.

Keep it the role playing brief. You can and should do it again. It should be fun and act as a reminder to one and all that we should want to meet new people, talk to existing patients, and look forward to phone calls. We can always dismiss the occasional telemarketer or wrong number.

This can also be rehearsed in other types of patient encounters, from taking the new patient back to the exam room, sitting down to do a financial consultation, or checking a patient out and collecting their payments.

(Note to PM&A clients & members: Your PM&A Coach is experienced in these types of trainings. Have one of us facilitate one of these trainings next time we visit your office.)

ACTION STEP. And speaking of how our environment does mirror us, here is a little trick you can use.  Get a real mirror, about 4 inches by 4 inches, and put it at the front desk counter so that the team member can see it. You can write something on it like: “Are My Teeth Showing?” “Am I Smiling?” And staff, you can also put one of these in your doctor’s office on any day that he is feeling grumpy. It applies to us all.

So, the next time the phone rings, smile. Be interested and curious in who is taking the time to call.  Make your thoughts happy so they help create an office that is brilliant, colorful, and full of happy patients.

###

[Petty, Michel & Associates offers special practice development programs designed to help you achieve your goals. Give us a call for more info: 414- three three two -4511]